Changing their trajectory and coming together as 'One Brand' with their 'Taste The Feeling' (Doo2 El La7za) campaign, Coca-Cola is all about bringing people together and making moments happen.
We humans have long been living as separate entities in mutual existence on earth, living in an endless pursuit of happiness. Each country, region, or cultural unit live divided, often only focusing on what matters to them and what brings them joy. But, seriously, is anything ever really fun if not shared? We all have these moments of joy, silliness, or wackiness that we really do enjoy, but spreading that merriment and those experiences makes them infinitely better. Coca-Cola is placing the ultimate importance on those memories and moments; think about it, some of the best and most intimate moments are shared over good food and something fizzy - those times we wish our friends and family from across the globe could join us for. Bringing us all together to share the moments and Taste The Feeling is Coca-Cola's new campaign and revitalised trajectory that embraces this concept of global equity; they're even uniting the Coca-Cola family under the single umbrella of the Taste the Feeling campaign (Doo2 El La7za), bringing together Coca-Cola, Coca-Cola Light/Diet Coca-Cola, and Coca-Cola Zero under the one iconic Coca-Cola brand. Now, it's all about coming together to share moments and taste the feeling.
We basically feed off and survive on the passion that each experience in our lives creates; Coca-Cola is all about that, and they want to be with us to share these memorable moments all the time. The Taste the Feeling campaign utilises everyday storytelling to share the moments we all live through as a way to connect us all on a global common ground of excitement and fun, making us all ‘one’ in the way that counts. According to the new Chief Marketing Officer of The Coca-Cola Company (TCCC), Marcos de Quinto, “Every day, millions of people around the world reach for an ice cold Coca-Cola. The new ‘One Brand’ approach will share the equity of Coca-Cola across all Coca-Cola trademark products, reinforcing our commitment to offer consumers choice with more clarity. This is a powerful investment behind all Coca-Cola products, showing how everyone can enjoy the specialness of an ice-cold Coca-Cola - with or without calories!”
Us Egyptians in particular are all about sharing the various instances of our lives with each other, be it with friend or stranger. Coca-Cola have launched Doo2 El La7za here in Egypt and kicked off their new 'One Brand' approach to marketing with a press conference on the 20th of March at the Four Seasons Nile Plaza Hotel. First to share this moment was none other than TCCC’s Marketing Director, Ahmed Nazmy, who charismatically presented the many goals and objectives of TCCC, along with the launch of the Taste the Feeling campaign. According to Nazmy, “Coca-Cola is getting ready to launch large campaigns to support tourism in Egypt; we will soon announce the details.” On a different note, he also added that “We have encouraged various foreign investors to tap the Egyptian market with supplementary industries for manufacturing Coca-Cola products.”
We appreciate a brand that appreciates people and moments the way Coca-Cola does; what matters in life are the times we share and how we choose to capture them. Uniting all their drinks under one brand, much in the same way as their drinks unite us, Coca-Cola's new campaign really taps into what it means to be a community, both locally and globally. Grab a Coke; share a moment; taste the feeling.
Check out Coca-Cola on Facebook and Instagram @CocaColaEgypt.